The commercial classroom: It’s all about communication - by Edward Smith Jr.

I was standing in a line in a vitamin store waiting to make a purchase and I overheard the sales clerk speaking to the customer in front of me. “Are you with the military?” he asked. The customer replied that he had been and now worked private security. “I could tell” said the clerk, “Your build and the short hair”. The conversation ensued for a couple of moments and now it was my turn to be waited on.

“What a nice watch!” was the clerks opening remark, “My grandfather had one just like it.” As he rang up my purchase the small talk continued. He had immediately established a good rapport with both of us customers and effectively distracted us from the expensive price of his products. I’m not sure if that was his goal, but my overall impression was a pleasurable buying experience – I would go back to that store again.

Turns out he was the manager and he demonstrated exemplary sales skills. He recognized the need in sales to immediately establish a relationship with the customer. Sure, the immediate sale is important, but he wants the customer to return to the store again.

This concept is so important to becoming a successful commercial real estate agent. As you meet potential clients and customers, start building a relationship with a compliment, then find out what they do. Next visit their work location and learn all you can about their business and future plans. Put their information in your database and calendar program.

Once you complete your first transaction with them consider them “clients for life”. Someone leases space, will they ever move again? Businesses never stay stagnant, they grow, shrink, or go out of business, we can help them in any event. When an investor buys a building, will they buy another one or need your help in leasing space in the one they bought?

How often have you been in a social situation where you meet someone new and they ask what you do for a living? Ever say, “I’m in real estate.” And the next question you hear is “Oh, what are houses around here selling for?” Or, “What are the latest mortgage rates; do you know where I could finance a second mortgage on my home?”

Traditionally we were taught to predetermine a response to the question that immediately focuses the person on commercial or investment real estate. Without using the words “real estate”? Apparently if we say, “commercial real estate”, all that is subconsciously heard is “real estate” invoking the same questions as above.

Examples of traditional answers are: “I help businesses find space to lease or buy.” “I find and sell properties for investors.” “I broker commercial buildings and space.” This is fine but these are considered dead-end sentences, the conversation is going nowhere; it ends with this reply.

Better to start a dialog. When asked what you do, reply with a question or two: “Have you, a friend or relative ever bought real estate?” “Yes.” “How was the experience?” “No.” “Why not?” This starts a conversation. You can always close the discussion with, “I help people invest in real estate”. Give them two of your business cards saying, “Here’s two of my business cards one for your records and please pass the other to someone you think I could help.”

Just like the store owner, concentrate on building your future business.

Edward Smith, Jr., CREI, ITI, CIC, GREEN, MICP, CNE, e-Pro, AHWD and CIREC program developer, is a licensed real estate broker in New York and Connecticut and is a real estate broker with Smith Commercial Real Estate, Sandy Hook, CT.